Germán Calvo, socio Digital&Flexo Srl (https://www.digitalyflexo.com)

Chiara Prati, CEO&CSO Prati Srl

If I had to describe Germán Calvo in one word, I would choose: WISDOM.
Germán has turned his experience and his professional journey into a powerful teacher for life. Experience is something he deeply values, and one of his dreams is to find a way to share it with his colleagues, together with technical knowledge.
As a child, Germán wanted to become a firefighter. A noble profession: saving lives through action, courage, and determination. When we think of firefighters, we picture a team making its way through flames. But their mission goes far beyond fighting fires. They are often called upon to help people who are stuck or facing difficult situations, giving them a way out.
Isn’t that, in many ways, exactly what Germán did when he continued to believe in his business during one of the most difficult periods in Argentina’s history?
Or when he chose his own path as new digital technologies transformed the industry, offering customers guidance rather than simply selling machines? He never believed in selling for the sake of selling. His greatest strengths were honesty and experience, helping customers choose the machine best suited to their needs while optimizing time, costs, and resources.
This approach earned him the trust of his customers, helped him maintain strong relationships through difficult times, and enabled him to overcome the crises that inevitably test us all.
And it is precisely when we make it through those moments that we truly discover what we are capable of.
I invite you to read this remarkable story. It is a shining example of how to conduct business—and face whatever life brings—with integrity and your head held high.

What a Story!
Germán Calvo’s story is closely connected to the history of Argentina’s printing industry.
After beginning his career in 1979 in the continuous forms and commercial printing sector with Ramón Chozas S.A. (a Prati customer), he joined Automación Gráfica S.A. in 1995, a company representing some of the world’s leading manufacturers of printing and converting equipment, including Komori, Mark Andy, Xeikon, Prati, and Jackstaedt Self Adhesive Papers.
In August 2018, a new chapter began: Germán Calvo founded Digital&Flexo Srl, continuing to represent several of the companies he had already worked with while expanding the portfolio with new brands.

The first Prati machine in Argentina
«1990 marked the installation of the first Prati machine in Argentina, purchased by De Marchi Hnos. Around the same time, brothers José and Luciano De Marchi—Italian printers who had settled in Argentina—also acquired a Mark Andy press, the first one ever installed in the country, marking the beginning of a close partnership with Automación Gráfica.
The agreement with Prati came naturally,» Calvo recalls. «Pietro Prati played a key role. He travelled to Argentina to meet the De Marchi brothers in person, and a genuine friendship quickly developed.
During that visit, Pietro spent two or three days carrying out a complete overhaul of the machine to ensure it would perform at its best for many years to come.

And that’s exactly what happened: the first Jupiter ever installed in Argentina is still running today!«

1989, Prati Slitter Rewinder

How did the partnership with Prati begin?

«It all started in 1997, during Labelexpo Europe, when José and Luciano De Marchi introduced us to Pietro Prati.

They knew that our portfolio at the time was not yet complete without a solution for label slitting and rewinding. Quality inspection and control as we know them today were not yet widely adopted: those were the years of stroboscopic lamps, sensors, and the first technologies developed to check the final product.
The agreement was signed during the exhibition.
Later, Pietro came to Argentina to support our training activities. He also dedicated a lot of time to our technicians, sharing not only his technical knowledge but also the design philosophy behind “his” machines: reliable, easy to use, and built to last over the years.
Unfortunately, in the early 2000s, Argentina was hit by one of the worst economic crises in its history, bringing the country close to financial default. However, our work to promote the brand never stopped, with the goal of positioning Prati as a leading alternative to Rotoflex, which was the market leader at that time.»

In 2006, a turning point…
«Yes, the presentation of a Jupiter machine at the Argentina Gráfica exhibition was a key moment. From then on, installations grew steadily, making Prati a reference point in high-quality converting.
In 2010, the first rewinder with a 100% inspection system installed in Argentina was introduced by Prati at Talleres Gráficos Corti.
Today, the Prati brand is recognized for its construction quality, reliability, ease of use, and excellent rewinding tension control: machines that never stop and are built to last!

2006, Prati Jupiter TE 400

Which decisions have shaped your journey?
«Automación Gráfica S.A., the company I worked for from 1995 to 2018,» Calvo explains, «had a distribution agreement for Komori sheet-fed offset presses. But when I founded Digital&Flexo, I decided not to continue that partnership because I wanted to stay focused on my traditional market: the flexo world. And when I was offered the opportunity to add another company to my portfolio, I declined.
The relationship was excellent, but I decided to focus on what I had chosen from the beginning: flexo, with Mark Andy as the main brand.
For those who sell flexo equipment, the perfect complement is represented by slitter rewinders and finishing machines. Time is my most valuable resource: when I visit a customer to talk about a flexo machine, during the same meeting I can also discuss digital, finishing, and inspection solutions.
Therefore, it would not have made sense to open new doors for products that had no connection with my core business.»

Digital and flexo: complementary technologies
Even the name of the company founded by Germán Calvo reflects a strong belief.
«With the arrival of digital printing machines, especially HP, it seemed that all other printing technologies were going to disappear. But I never agreed with that idea.
When I chose the name of my company, I wanted to highlight the «&» between digital and flexo, because I believe these technologies are complementary, not alternatives.
Of course, there are areas where they overlap. The same happens within flexography: depending on production volumes, it may be necessary to use a different type of flexo press or even a different technology. Every technology has its own limits. There is a grey area where it is not always obvious which solution is the best, but these are exceptions.
In most cases, it is quite clear when to choose digital, flexo, narrow web, or wide web flexo.
From the very beginning, I wanted to promote the coexistence of these two technologies.»

Sales representative or consultant?
«I have always felt more like a consultant than a sales representative! Many times, companies buy machines without truly understanding their potential, or they do it because they follow what others are doing. Some are successful, others are not.
I have personally seen many used HP machines move from one customer to another because the owners were not able to manage the costs or had not built a proper business model around them.
This happens when the only goal is simply to «install machines.»
My approach is different. I do not want to sell at any cost. I prefer customers to choose to buy from me.
It may sound like the same thing, but it is not!
I approach customers in a different way. I am not an «aggressive» sales representative, and this approach makes a difference. Many times, customers later discover that the machine can do much more than they expected, and they are pleasantly surprised.»

What lessons have you learned from the people you have met?
«I learned a lot of what I do today in the company where I worked for 23 years.
The owner was Antonio Tabanelli, a very well-known figure in Argentina’s printing industry, especially in the field of security printing, checks, and banknotes.
He always used to tell me: «We want to sell machines, but above all, we want satisfied customers who fully understand what they are buying.»
And he would add:

«You can lie only once. After that lie, the market will know, and you will never sell another machine.»

I was 38 years old when he told me these things, and I have never forgotten them.
Another piece of advice he gave me was: ‘You can use my name.’
He was a highly respected person in the industry, and he encouraged me to introduce myself by mentioning him. Following that advice, I achieved excellent results.
Over the years, by attending all the main industry exhibitions, you inevitably become a known person in the market. Even if you are not looking for it.
Today, many people call me to ask for advice, even about electrical issues. I am not an electrician, but after so many years in this industry, I have gained practical experience. And that becomes a value.»

How has this value become part of your life as well?
«Since the beginning of 2026, I have been part of the Gutenberg Foundation, the most important institute for graphic arts in Argentina. Today, the Foundation is doing an excellent job: online courses, practical training, and digital communication. The new generation leading the organization has brought energy and innovation.
They have also given me the opportunity to organize seminars and demonstrations. It is an ideal place to present new technologies and discuss market trends.
I am very happy about this. It is a great experience for me as well.»

What challenges has Digital&Flexo overcome together with Prati?
«We have also been through difficult moments with some customers, but I have always felt that I had strong support behind me, both from the company and from Chiara personally.
This gives great confidence.

Prati machines are extremely reliable. The latest generations, with a very simple HMI interface, are «self-explanatory»: they teach operators how to use them. The software is intuitive, and younger operators feel comfortable because they are used to working with screens and digital interfaces.
Thinking about a shared challenge, one example immediately comes to mind: a very complex application involving shaped labels made from non-adhesive paper, 50 g/m². That project gave us quite a few «headaches.»

In the end, we discovered—and in this case thanks to Chiara—that the problem was not caused by the Prati machine, but by an OEM component installed on the machine. Once it was replaced, everything worked correctly, but the process required time and investment.»
«On top of that, the timing was not easy: during the lockdown, it was not possible to carry out a complete on-site test. Many checks had to be remotely.
Finally, we managed to solve everything.

Other ingredients for success?
«You need to understand the customer’s business. Who do they serve? Who are their customers? What are their needs? What tolerances do they require? What are their delivery times?
If you understand these aspects, you can configure the machine correctly.
Otherwise, there is a risk of making mistakes.
Many customers are not able to explain exactly what they need. They describe what they want to achieve, but they do not always know how to translate it into technical specifications.

That is why the role of a consultant is to go beyond the initial request and truly understand the customer’s operating environment.»

What message did you want to convey to your customers?

«We sell trust.»

«When I founded my company, I wanted to highlight one thing above all: the experience I had built over many years in the market.
If people do not trust you, doing business becomes very difficult.
Talking about trust, how could I not mention that the first official contract signed with Prati came about ten years after our collaboration had already started?
At a certain point, we realized that we had never actually signed a formal distribution agreement. The relationship was simply based on trust—the key word behind this partnership!
Some time ago, I was talking with a Mark Andy manager about concerns related to artificial intelligence, and he told me: «Don’t worry, Germán. People buy from people.»
He was right.
That is why I always try to communicate reliability. I want customers to know that I will tell them both what the machine can do and what it cannot do.»

What do you think is most important to communicate at a leadership level?
«I have worked for two companies in my life,» Calvo says, «and in both I had a positive experience because it was always clear where we were going, what we wanted to achieve, and above all, how we wanted to get there. We could have different opinions, but the direction was always clear.
Clear targets and good practices to achieve them with honesty. And also building trust, both with customers and with the people inside the company.»

Prati in one word?
«For me, Prati is HOME. I feel part of the family. I could say many other things, but this is the truth and it is what I feel in my heart.
Very large companies can sometimes become more impersonal over time.
With Prati, the relationship is different. If something goes wrong, I know that someone will be there to support me before I even hit the ground.»

A comment from Chiara Prati…
«For us too, Germán is home, he is family. And he is a great example of what is most important to us: creating value. Our collaboration is proof of that.
You are in our hearts, mine and my father’s. For us, you are much more than a distributor: you are someone who has shared a fundamental part of our story.
You are part of our lives and of the journey we have taken together over all these years.»

What was your childhood dream, and what is your dream today?
«When I was a child, I wanted to become a firefighter. Today, my dream is different. I would like to find a way to transfer my experience to the new generations.
You can write manuals, procedures, and case studies, but transferring experience is much more difficult.
Experience comes from the situations you have lived through, the mistakes you have made, and the decisions you have taken in the field.
This is exactly what I am trying to do with my daughter Pilar and with other colleagues: to share not only what I know, but also what I have learned through my own journey.
It is an important project for my future.»

Thank you, Germán. I would like to end with a personal note…
“Beyond the job we dreamed of doing as children (I, for example, wanted to become a primary school teacher), I believe that those dreams remain deeply rooted in our hearts. They tell something about who we are and about the way we approach life.
And if we know how to listen to ourselves and let that deep instinct guide us, we will find different and sometimes unexpected ways to bring that same spirit into our work, our families, and every day into the world around us.
And as for your dream today, I believe that your essence has already been shared. Because what we do and the way we do it speak about who we are more than a thousand words and leave a mark.
There is always something to learn from people’s stories, and especially from yours. Thank you, Germán!

Concetta Daniela Binario, Communication Manager Prati Srl.

“To fly, the bird needs space… do not put yourself barriers when you are pursuing your dreams. Barriers will come for themselves.”

Germán Calvo, Socio Digital&Flexo Srl – PRATI Team